Paid search now accounts for around a quarter (24%) of the average business' total marketing budget, according to a new report from Econsultancy and NetBooster.
The UK Search Engine Marketing Benchmark Report 2013 asked respondents about the division of marketing budgets into the search, social media and display categories.
Paid search is apportioned the largest average budget by companies (24%), followed by SEO (18%). Social media and display had equal average share of budget (both 11%).
This figure could potentially increase further by 2014, as more than half of respondents (55%) said they expect their PPC budgets to increase over the next 12 months.
Mobile search is an increasingly important area for ecommerce businesses as Google has stated that mobile queries are likely to overtake desktop queries by next year.
And new data from Covario shows that the level of investment in mobile paid search is slowly catching up with consumer behaviour.
On a global basis mobile search advertising accounted for 16% of total spend in Q2, of which 10% was spent on tablet and 6% on smartphone.
This represents an increase of 39% compared to Q1 2013 and a massive 132% increase year-on-year.
CPC prices varied significantly depending on the mobile platform. CPCs on smartphones remained at a 40% discount to desktop CPCs, but have increased nearly every quarter for the last five quarters – with the exception of Q4 2012.
Alternative payment methods are pretty much the hottest topic around, and last week EE previewed its new NFC smartphone wallet. Retailers, however, are pretty adamant NFC wallets are not worth their time.
At the same time, marketers are still plugging away with new advertising campaigns using NFC technology to deliver content. Is this anything other than a fad?
In this post I look at the uses of NFC, assess some recent campaigns, and ponder what the future holds. (Major hat tip to NFC World, where I found a bunch of the campaign info).
Google has a unique viewpoint from which to look at mobile’s part to play in the customer journey.
SERPs, AdWords, Google Maps, Google Chrome, Google accounts – all have a part to play. And perhaps soon Google Wallet and Google Glass.
I attended Latitude’s client summit last week and listened to Harry Davies, Lead Product Marketing Manager, Large Customer Marketing, at Google (helping customers get the most from search).
I’ve tried to sum up some of what Harry had to say, giving an overview of mobile’s involvement in retail in 2013.
As we move into day two of Cannes Lions, the conversation has shifted from quick bite size content to thinking big and preparing for the posibilty of huge opportunities.
Our man on the ground, Jeremy Katz, Olgivy & Mather's Worldwide Editorial Director, gave us his top four takeaways from day two for those of us watching from the sidelines.
We know client management needs to be flawless. With a myriad of software out there to help manage clients, we're capable of overlooking some of the strongest platforms.
Google offers free, intuitive tools that can be tweaked to keep you on point with all your clients.
Best of all, you're probably using them right now.
'Domain Clustering' is a Google update that was never officially announced, but one which has the potential to impact the search marketing landscape.
In this post, Lee Allen, Technical Planning Director and Matthew Barnes, SEO Executive at Stickyeyes, provide an in-depth analysis into this under the radar update...
According to a presentation from Tim Reis, who leads Google’s mobile and social solutions teams in the Americas, 73% of mobile searches trigger additional action.
Read on for tips from Reis on how to make that action count for your marketing efforts in this Integrated Marketing Week takeaway.
Do you have a localised SEO strategy? Are you making effective use of Google Places? If you are not, like many brands, then you are missing a trick.
For any brand, having an all-encompassing long term SEO strategy, targeting high volume key phrases, is essential to maintaining a continual revenue stream.
However, a vital area that can produce shorter term success but is often overlooked is the opportunity for localised SEO.
Last week I came across a great thought-provoking article by Carrie Hill on Search Engine Land outlining a few underutilised ways of implementing schema.
Much of the article was technical common sense until I read the words: Schema Now, Not Later.
Anyone that has read my previous posts on Econsultancy (especially those on the Knowledge Graph) will know of my love of all things structured, which is why it was such a joy to hear others lauding the virtues of schema.org mark-up.